NUADS, the New York Times reports, are gesture and voice controlled interactive advertisements.

The ads will appear on your dashboard, in-game, or embedded in video content.

Examples of the controls include waving hands to vote in polls, commanding your Xbox with “Near Me” to list retailers in your locale stocking the presented product, requesting more information, and posting Twitter updates.

Apparently the aim is to increase the effectiveness of advertisements, inviting people to engage and pay attention instead of ignoring them.

“When you have highly interactive people and a passive medium, they are interacting with their phone or their laptop while watching TV,” said Microsoft’s Mark Kroese observed.